Originally defined, Share of Voice (SOV) is a brand’s share of the advertising space in their product category, understood as a stand-in for brand awareness or market share.
Share of Voice (SOV) was traditionally used by major brands as a standard metric, and used as a surrogate for brand awareness and market share. Brands determined SOV by dividing their advertising spend by the total ad spend for the product or service category.
A large SOV was able to dominate consumers’ immediate thoughts in a specific product category, such as purchasing a car, or laundry detergent.
Learn more about Share of Voice (SOV) here.